THE government has extended the Visit Malaysia 2026 (VM2026) campaign through the end of 2027, giving the global tourism market more time to recover from continuing disruptions in the Strait of Hormuz.
Tourism Malaysia director-general Mohd Amirul Rizal Abdul Rahim said the extended VM2026–2027 campaign would retain a target of 47 million international visitor arrivals by the end of 2026.
“To boost promotion, the government allocated more than RM700 million under Budget 2026, while the allocation for 2027 will be adjusted through the tabling of Budget 2027.
“The extension of the campaign also helps address the impact of the haze this season, which is putting short-term pressure on outdoor tourism activities such as ecotourism and beach recreation,” he said.
To reduce reliance on outdoor activities during the haze season, Tourism Malaysia is intensifying promotions for indoor tourism products while keeping the campaign’s visitor targets on track without compromising visitor experience.
“Haze may limit outdoor activities, but the tourism sector will not come to a halt. The focus of outdoor activities will temporarily shift to safe indoor alternatives.
“Through this strategic adjustment, Tourism Malaysia is prioritising gastronomy-based indoor products through the 'EATVENTURE' initiative, which includes culinary exploration and traditional cooking classes.
“In addition, the Year End Sale (YES) 2026 campaign and wellness packages at indoor spas are being promoted as ideal options.
“Indoor theme parks and the trend of air-conditioned hotel staycations are also being strengthened to ensure family recreational activities can continue as usual,” he said.
For the cultural segment, visitors are being encouraged to explore indoor attractions including the National Museum, Sultan Abdul Samad Building, KL Craft Complex and Malaysia Tourism Centre (MaTIC).
The strategy comes as Malaysia’s domestic and international tourism sectors continue to record growth.
Domestic tourism recorded 290.1 million visitors in 2025, an 11.5 per cent increase from 260.1 million in 2024.
The positive momentum continued in the first quarter of 2026, with 74.7 million domestic visitors generating RM34 billion in tourism expenditure.
International visitor arrivals reached 21.1 million through June 2026, up 2.5 per cent from 20.6 million in the corresponding period last year.
Tourism Malaysia said the resilient performance provided a strong base for the sector to absorb environmental and external disruptions while continuing efforts to meet the country’s international visitor target. - September 16, 2026
